Interview Udo Traeger

Foto: Koelnmesse, Andreas Körner

Udo Traeger is head of Koelnmesse’s imm cologne and interzum divisions. His strategy is the intelligent linking of design and business. He fosters the long-term development of the imm cologne’s design expertise, for instance by promoting the Trendboard and Trend Book, and is the driving force behind new, courageous highlights such as the new Pure Village presentation format. At the same time, he realised the growing importance of the POS at an early stage. For the imm cologne 2010, he has been promoting the intense integration of commercial agencies and various national and international trading platforms: from top dealers all the way to buying and marketing groups, at meetings with dealers in Japan, Moscow and the USA. In a further effort to strengthen the POS, Traeger also introduced the ...

Mr. Traeger, at present the furniture fairs are very much under the influence of the design cult. Do you have a vision of the imm cologne’s future?
The modern trade fair of the future will present a great deal more concepts and more content – at all levels, not just in relation to design. We will have to put more emphasis on depicting the transitions between the living and dining areas, indoor and outdoor, bedroom and bathroom. That’s why, at the imm cologne 2010, we’re making a start with this small core element, Pure Village, and sowing an important seed for our development. At the end of the day, our ultimate aim is to be the most modern furniture and interior design fair in the world.

The imm cologne’s excellent business character is undisputed. But what have you got to offer target groups like architects and interior designers?
Hall 3.2 will be a highly attractive destination for architects and interior designers as well – in combination with Hall 11, of course. Pure Village is a very special highlight, especially because of the trends it depicts. On top of that, it’s also where the Interior Trends 2010 will be staged by the Trendboard itself for the first time, with interpretations in various directions. How can the trends be portrayed in the lighting segment, for instance? Hall D³, which is totally booked out, is also a must. We’ve been able to attract even more highly interesting colleges to this year’s fair, and the young professionals will be gathering at the D³ forum again too.

Author: Frank A. Reinhardt
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Udo Traeger in an interview about:

• The future and development of the fair
• The business character of the fair
• Pure Village
• The presentation of new products
• The role of the end customer

Further information:

• Title: “We see ourselves as the most modern furniture store in the world”
• Introduction